Fentimans drinks reinvigorates range with new pack

From: Packaging News

Fentimans botanically brewed range of premium soft drinks and mixers has been given a new visual identity with a consistent family look and feel.

Design agency Brand Tonic was responsible for the graphic redesign of the labels and Fentimans brand marque with structural bottle design handled by Greeves Design.

Fentimans marketing director, Andrew Jackson, explained: “This is the biggest single change to the presentation of our brand in a generation. Building consistency across our range and improving shelf standout was key to this project alongside looking to refine our key visual equities to emphasise cues of modernity, quality and naturalness.”

Greeves Design structural designer, Martin Greeves, commented: “In terms of creating a cohesive family structural aesthetic across all the bottle sizes, we were keen not to ‘throw the baby out with the bathwater’.”

Fentimans already had an iconic bottle in their 275ml and they were keen to carry this branding into the 500ml and 750ml whilst working harder against the competition in terms of standout. Working in close collaboration with the bottle suppliers, Fentimans finessed these sizes to keep glass requirements to a minimum whilst conveying the well-known look and feel created by Eldon Robson, founder of the present-day range of botanical drinks.

The 125ml and 200ml bottles then had their neck embossing removed using a metal-off tooling approach allowing for neck labeling; bringing them more into line. Finally, such was the success of the family extension, that even the 275ml was given a refresh with a taller, more slender execution to complete the range.

The label design featured an update to the brand arch which has been given a crisp clean new look and new typestyle, aiming to bring elegant sophistication and clearer standout to the brand name. Enhancements have been made across the range to develop a more harmonious palette of vibrant, natural colours that support the rich bold taste of Fentimans.

To further enhance brand recognition the Fearless Dog motif has been made consistent across all neck labels, which also now feature bold colour coding to help support the customer and barmen with flavour navigation. The introduction of a new supporting strapline ‘Botanically Brewed. Exquisitely Crafted’ and decorative flourishes, highlight the traditional craft of the botanical brewing process that each Fentimans product is synonymous with.

Simon Rumble, creative director at Brand Tonic said: “The finely tuned label now has the level of craftsmanship to match the quality of the drinks inside.”

Jackson added: “The new design is table worthy, it is a bottle that can be presented at a bar or to guests unpoured. Because of our botanical brewing process Fentimans have a richer taste than ordinary drinks, the bottle now looks equally amazing.”

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